International marketing standardisation strategies analysis

Henry F.L. Chung

34 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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International Business and FDI Marketing and Advertising Strategies Quality and Management Systems

Abstract

Purpose – This study is designed to explore international marketing standardisation (IMS) by investigating the choice of IMS for industrial product (ID) and non‐industrial product (non‐ID) operators and firms from Australia and New Zealand.

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References

1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 1983THE GLOBALIZATION OF MARKETS 1994Does Competitive Environment Moderate the Market Orientation-Performance Relationship?1994Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures 1992Choice of Foreign Market Entry Mode: Impact of Ownership, Location and Internalization Factors 1993Service Firms' International Entry-Mode Choice: A Modified Transaction-Cost Analysis Approach 1989Standardization of International Marketing Strategy: Some Research Hypotheses 1992The Influence of Global Marketing Standardization on Performance

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